I discovered those essays back in 2006 when I was working for an airline, and tried to get them to adapt ITA's technology for that reason. ITA was the best on the market at that time, and the e/web-marketing guys loved them too. But the bean counters deemed them too expensive and ruled them out. I left sometime after, was tired of trying to turn chicken shit into chicken salad (there were other issues involved, not just the data supply).